• Men's link

• Women's link

Imagine it is Fall/ Winter/ Spring or Summer, and you’re in the market for a jacket or coat (e.g. Raincoat, Parka/ Winter Coat, or Trench/ Thin Jackets - depending on your preferences and needs). Please only consider the jackets/ outerwear you would wear in non-athletic settings (i.e. everyday, commute to and from work, going for dinner etc.) 

What to do: 

• Pick out the jacket(s)/ coat(s) that you would consider wearing. 

Upload a screenshot or image of the jacket(s)/ coat(s) you picked and then in a video or text response tell us: 

• What about these items caught your eye? What do you like about them? 

• If you love any of the pieces you picked – tell us why.  

• What attributes stand out to you? Why are these important to you? 

• How would you style it? 

• If you feel like there’s something missing from what you picked, or what the brand offers in terms of jacket(s)/ coat(s) generally, – tell us what. 

• An everyday/lifestyle apparel item,  

• A lounge apparel item,  

• A (non-athletic) jacket/outerwear  

Choose one item and let us into your process... 

If you want to do this exercise at a store in-real-life, feel free to share photos of that experience instead! 

Share some photos/links/visual references of what you find – particularly if there’s something you would love to purchase. In a few words tell us: 

• Where and how did you start your search? Was it pointed, or did you do some exploration?  

• If you did some research, where/what were you looking into, and what stood out? 

• What brands/items did you think about looking at? How did you shorten your list, if at all? 

• What would you typically spend or be open to spending? 

• What was frustrating in your search, if anything? 

• What decision making factors go through your head to figure out if you want to buy it?  

• What would make you finally pull the trigger and buy it? (e.g. a great review, seeing someone wear it, a limited drop) 

• What’s currently stopping you from buying it?  

Upload a photo or link to anything that inspires you – this could include: 

• An outfit or styling combo you see online or in real life 

• A store or display that caught your eye 

• Content you’ve saved, liked, or screenshot recently 

• A new apparel item or brand you’ve just noticed 

What to share: 

With each upload, jot down a few notes: 

• Where did you see it? (e.g. what platform (e.g., Instagram, TikTok, Pinterest), what channel (what influencer, brand, account), what store, where you were in real life) 

• Did you seek it out or did it find you? (e.g. something the algorithm served you vs something you spotted IRL) 

• Why is it interesting or inspiring to you?  

• Why would or wouldn’t you consider purchasing what you saw? 

To clarify – by 'the brand', we mean the one shown in the links included in Tasks 5.1 and 5.2.

• What did you know about the brand's casual apparel before today? What about their loungewear?  

• What did you learn about the brand in this process, if anything?  

• How did you feel about the assortment - was it easy to find something you’d pick for casual/ lounge? 

• How well do the brand's casual products fit with your personal style? Loungewear? 

• Before today, would you have considered the brand for casual/ loungewear? 

• Did this experience change your mind? How so? 

What would the brand need to do to become more credible, trusted, and considered for lifestyle/ casual apparel? What about loungewear?

To clarify – by 'the brand', we mean the one shown in the links included in Tasks 5.1 and 5.2.

• What did you know about the brand’s outerwear? 

• What did you learn about the brand in this process, if anything?  

• How did you feel about the assortment - was it easy to find something you’d pick for outerwear? 

• How well does the brands’s outerwear fit with your personal style? 

• Before today, would you have considered the brand for outerwear? 

• Did this experience change your mind? How so? 

What would the brand need to do to become more credible, trusted, and considered for outerwear?

• Your name, age, where you live 

• Tell us what fashion means to you? If you like fashion, what makes you interested/excited about it? 

• How would you, or your friends, describe your personal style? 

• What types of style are you currently into? Any trends or specific items? Why? 

• Tell us about your biggest style icks? Are there any items or trends that are total turn-offs for you?  

• When and what makes you feel confident in your fashion/style choices? And when/what makes you not feel confident? 

This could be when you're: 

• At home 

• At work 

• A casual social event (e.g. dinner with friends) 

• Running errands 

• Going to or from the gym to a social activity (e.g. grabbing a coffee) 

• Any other casual occasions  

Make sure to show us your outfits across multiple occasions. We want to see every outfit you wear this week! Don’t forget to show us your jackets/outerwear and accessories! 

• Why did you choose this outfit for this occasion? 

• How do you feel in it? 

• How much effort did you put in? 

• Does your outfit, or parts of your outfit, feel basic, elevated/stylish, or both?  

• Was this your first outfit choice, or did you change your mind before arriving at this outfit? If you changed your mind, why? 

• Is there anything you would change about your outfit? 

When you are getting dressed to leave your home/go to another location - take a second photo when you arrive at your destination – we want to see how your outfit works in context. 

If your feelings towards your outfit changed since you left home – write a few words to describe what changed and why.